Page 53 - North American & Caribbean Cruise Traveller

ON-BOARD...
Almost all on-board shoppers are satisfied with their overall store experience, with two thirds perceiving the offer to be either ‘excellent or ‘very good’.
Service dissatisfaction is scarce among on- board shoppers with just 3% possessing negative perceptions. Despite this, opportunity does exist to further drive perception positivity with one third of all on- board shoppers possessing a weaker positive perception of the service.
Figure 9: Overall Cruise Duty and Tax Free Offer Perceptions: On-board
Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
ON-LAND...
Shopper perceptions of on-land stores are more positive than those of on-board shoppers, with more than 7 in 10 perceiving the offer to be either ‘very good’ or ‘excellent’.
Only 2% have negative perceptions of the on-land service. However, as is the case with the on-board offer, there is the potential to drive increased levels of satisfaction among those with weaker positive perceptions.
Figure 10: Overall Cruise Duty and Tax Free Offer Perceptions: On-land
Excellent Very Good Good Poor/Very/Extremely Poor
34% 38%
26% 2%
Excellent Very Good Good Poor/Very/Extremely Poor
34% 33%
30% 3%
The highly positive perception of both the on-board and on-land held by the North American & Caribbean cruise traveller illustrates the overall importance and satisfaction the traveller receives from visiting Duty & Tax Free stores during their trip. However, more can be done by retailers and brands alike in driving stronger positive perceptions.
Among all those who interacted with the cruise Duty / Tax Free retail channel (either on- board or on-land) on their last trip we found more positive perceptions among...:
...Americans: 69% of Americans rated the offer on-board as ‘excellent’ or ‘good’ compared to 55% of Canadians
...under 40s: 86% of under 40s gave a rating of ‘excellent’ or good’ for the on- board offer, and 83% gave the top two ratings for the on-land offer
...males: 74% of males rated on-board shops as ‘excellent or good’, while 76% gave the highest two ratings for the on-land stores
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